“Bridging Divides”
UC Berkely’s GGSC
UC Berkeley’s Greater Good Science Center advances the science and practice of empathy, mutual understanding, and relationship building in order to address the world’s growing crisis of connection.
After spending a year developing a playbook for bridging psychological divides using the science of our brains, it was time to bring the science to life in an exciting, accessible way.
As Creative Director, I lead the design of the campaign identity, managed a team of writers, producers, designers, editors, animators, and illustrators, designed promotional material, and wrote and directed individual videos.
How it started
Our team designed a digital engagement strategy and storytelling campaign to bring their research playbook to life.
Our biggest barrier was tone: Most people don’t like to be told that they’re doing something wrong, and audiences are increasingly intolerant of being told they need to change. After an in-depth research phase and the development of target personas, we landed on a storytelling campaign that relied on a “Trojan Horse” approach.
Audiences would watch fun content, unaware that they were actually watching a lesson in empathy and tolerance.
The campaign was lead by six separate videos, showcasing six different scientifically proven methods of fostering greater empathy, including moral reframing and active listening. The irreverent and inclusive designs and stories allowed us to feel relevant to a wider audience.
Sample storyboard panel
Sample storyboard panel
6 unique designs. 6 videos.
How it’s going
6 Techniques
Six scientific methods to create empathy and connection between people were brought to life.
4.34 million+
Since the campaign's launch at the end of 2019, the on-going campaign has garnered 4.34 million impressions.
Targeted distribution
Digestible content was put directly in the hands of community leaders, or “bridge builders”, across America.
The team
Creative Director: Jessica Lacombe
Strategists: Fatima Sy, Joseph Ingram
Accounts: Minna Son, Joshua Bone
Audience Growth/Strategy: Caitlin Duffy, Anthony Smith
Copywriting and scriptwriting: Jessica Lacombe, Kate Cavnaugh
Producers: Scott Nelson, Caroline Healey
Animation and motion: SNYDER NY, Jonathan Masino
Editors; Drew Blatman, Janet Lawrence
Sound Design: Dan McHugh, Chris Grehan